2026 Winter Olympics: Faster, Higher, Richer?

Welcome to The SportBusiness Podcast, getting you informed on the biggest stories in the global sports industry.

This week, Martin Ross and Jonathan Rest join Catherine Davies to discuss Milan-Cortina 2026 - the TOP sponsor drop-off, media rights sales, OBS broadcast tech and the winter Olympics future in 2030 and beyond.

Ben Cronin and Joseph Perry send in their SpoBis insights from a snowy Hamburg, plus LIV Golf changes, the coldest-ever North American football match and how to streamline your ski suit.

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Host: Catherine Davies

Contributors: Martin Ross, Jonathan Rest, Ben Cronin, Joseph Perry

Editor: Lumi Lehmuskallio

Sources:

1. TCL sets out on premiumization trail at Milan Cortina

2. EBU-Warner Bros. Discovery alliance lands Olympic rights in Europe to 2032

3. Winter sports want IOC over programme tweaks

4. IOC weighs up January winter Olympics amid climate change

5. OBS ups AI usage for Milan-Cortina 2026

6. Hyrox not ready for media rights deals, says CMO

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